Yeah - it seems like this will cause a series of 5 second skippable ads that still sums up to >many seconds of unskippable ads (unless that's banned, in which case they will just see ads more often, as you say)
I expect it will make the experience worse rather than better because the publishers will try to maintain their inventory (how many seconds of ads they show per minute watched)
Then a new regulation is needed; one that caps the ratio of seconds of ads to minute watched.
You mean a regulation will cause unintended consequence? Color me shocked
Are advertisers just really dead set on making our lives harder? It's a minor inconvenience, but I'm amazed anyone would go to such lengths to do it.
I understand there's money involved, but surely those who offer products must see that it's increasingly counterproductive?